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Dot London domain name goes live, West Ham and the LSO among early adopters

Mayor Boris Johnson urges others in the capital to embrace new domain

The .London web domain has gone live, offering the chance for more tailored web addresses for firms and orgainsations in the capital.

There has been some interest in the domain, and earlier this month the Mayor of London's London & Partners website called on more businesses to embrace the suffix. In an open letter to London outfits the site said that such an opportunity should not be missed.

It said: "For the first time in a generation London businesses have an opportunity to claim a web address that associates them with London, one of the greatest cities on earth, and make their web address more relevant and memorable. It is hard to imagine that 25 years ago few of us had heard of the internet. Now we take it for granted."

Several high-profile organisations are set to go live with .London domain, including West Ham United football club. Vice-chairman Karren Brady said: "As the traditional London club, with roots formed at the heart of the East End in 1895, a move to become the first football club to use the Dot London domain is a natural fit for West Ham United."

Others organisations, such as the London Symphony Orchestra and department store Fortnum & Mason, are expected to launch pages on Tuesday.

Mayor of London Boris Johnson expects more outfits to follow. "There is enormous interest in Dot London from businesses right across the capital, not just from high-street brands but from the small businesses that are the lifeblood of London's economy," he said.

"London leads the world in technology and our businesses are among the most dynamic and innovative anywhere so it is no surprise that so many see Dot London for the great opportunity it presents them."

London domains can be applied for from today. A selection period of sorts runs until the end of July. During that period firms with a presence in London or relevant trademark will be favoured.